Posted: August 16th, 2023

Brand Strategic Plan

SNAPSHOT:​ ​ In this assignment, your job is to select a brand and develop the
broad outlines for what you think should be the overall strategy for that brand. This
is not a conventional communications plan, where you plot out specific
communication approaches and lay them out in an orderly, organized way. This is
different—it’s more of a strategic plan—an overall approach for how a brand
should present itself to the world.
You should incorporate two elements to the plan:
1. Traditional strategy elements such as positioning, value propositions,
and a central idea or a “brand idea.”
2. Cultural elements along the lines of approaches advocated by Holt &
Cameron in in their book, ​ Cultural Strategy​.
Here is a possible outline for your paper—though this can be flexible depending how
much you emphasize a cultural approach versus a more traditional approach.
1. Introduction
2. Current situation: the state of the brand
3. Problems of the brand and key insights
4. Recommendations and rationales for traditional brand strategies
1. Positioning strategy
2. Value propositions--functional, emotional, self-expressive
3. Brand essence and brand personality
5. Cultural and narrative strategies
1. The cultural context of the brand
2. Brand narrative statement
A “brand narrative statement” should be a distinct statement, about 200 to 300 words, that
is a description of how the brand will go to market; think of its audience as the employees

of the brand—the people who are responsible for doing the work and making the brand
successful.
Concentrate on big issues, not on small or micro matters. Brand strategy is high
level—and that is what this is about.
REFERENCES AND CITATIONS:​ ​ There is no minimum on the number of
references to use here; your references will be most important for setting up the
situation analysis. Use MLA style as usual
LENGTH:​ ​ 1700 to 2500 words.

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